Want to write your own direct mail?
Just like everywhere else, the business world is awash with paper. Sometimes it seems like there's just too much of the damned stuff doesn't it?
Keep that thought firmly in mind when you start writing your direct mail sales letter. Your piece of paper must stand above the torrent of unsolicited letters that flood daily through business front doors.
So- how should you begin a sales letter? Take a look at this for an opening sentence:
"Dear Mr Smith,
Copycope Quality Office Services of Harpenden have been offering bespoke solutions to the corporate sector for over 40 years."
What's wrong with this? Plenty!
Golden rule: NEVER start by talking about you and your business.
Remember, YOU are selling your services to potential clients, not the other way round. So don't make your prospects work hard!
Your letter should be easy reading. Compulsive reading, even.
You may have heard this before, but I'll say it again anyway - you have a few seconds to grab attention before all your hard work ends up in the bin.
So break your letter into bite-size bits. Add small chunks of testimonial. Indent sometimes, or change the colour of the font. Obviously you don't want to make it too glitzy or tacky, but these tricks do work.
Have an attention-grabbing HEADLINE that draws the reader into the rest of the letter.
Talk to your readers in non-technical language. DON'T use cliched words and phrases - like 'bespoke solutions to meet your needs' etc. It might seem like the proper thing to do, but put yourself in the place of the reader. How would your react? Likewise, don't have huge long sentences. Rule of thumb: 12-14 word max. And short sentences for contrast. Like this.
What sort of letters do you like to read? Conversational, friendly ones or stiff, formal businesslike ones?
Start with something which speaks to your readers' experiences, their frustrations, their aspirations. Do your homework, and KNOW what annoys them, what frustrates them, what excites them.
Then show how your goods and services can solve the frustrations and provide the excitement. (It's all about benefits).
Make your offer and/or your call to action very attractive. Make it painless. And make it sound like they don't have to do much - or anything - to reap the benefits of what you're giving them.
Tell your prospect you're going to call in a few days, then do it.
Most importantly - have the courage to be different! There are no rules here - only tried and true techniques that get results!
So- what are you waiting for? Fire up the word processor and get started!
